Smashing Darling is a website whose sole focus is the independent fashionista, whether it be consumer or designer, viewers can come to shop or “be” one of the “unbranded” design houses. Giannina Granata Silverman took a moment with Trish Ginter to find out why SmashingDarling.com is well… a smashing success!
Giannina Granata Silverman: Why is Smashing Darling important to the fashion world as a whole?
Trish Ginter: We think it is important to showcase this niche segment of the fashion industry. We wanted to give indies the chance to have a web presence if they couldn’t afford a website or couldn’t keep up with the web’s maintenance. We also think being together collectively under one roof, so to speak, shows that the indie fashion market not only exists but is a growing industry getting stronger everyday. We think this will impact the fashion industry because the trend for indie fashion is becoming more and more evident as consumers want to know where and from whom their products are coming.
Trish Ginter: We think it is important to showcase this niche segment of the fashion industry. We wanted to give indies the chance to have a web presence if they couldn’t afford a website or couldn’t keep up with the web’s maintenance. We also think being together collectively under one roof, so to speak, shows that the indie fashion market not only exists but is a growing industry getting stronger everyday. We think this will impact the fashion industry because the trend for indie fashion is becoming more and more evident as consumers want to know where and from whom their products are coming.
GGS: My particular area of interest is in brand image. What kind of brand image tips would you recommend to young designers selling on Smashing Darling to attract customers and develop a following through your site? Does having a unique name help to draw people in? Does it also help to have a website so people can learn more about the designer?
TG: We think it is each designer’s personal story that builds the strongest following. When a designer articulates who they are, where their inspiration comes from, and what the collection or the pieces are about, it gives the customer insight into their world. It makes every item purchased more personal. On Smashing Darling designers can tell that story in the bio section of their boutique. We also recommend clean, crystal clear, large images as another must for indies. Even if they don’t have the budget for a photographer, we try to give tips to help them improve the images of their product.
A lot of the designers on Smashing Darling do have their own websites. This is great because the image of the brand is definitely stronger on a personal site. We have had many designers tell us their SEO for their personal sites has gone up since joining our platform. Many use Smashing Darling as their shopping cart so they don’t have to go through the trouble of having one built in their site.
GGS: Can you describe how social shopping sites like yours have had an impact on the fashion industry?
TG: We think it brings more variety into peoples lives. In some places the only shopping available is big branded chain stores. This is okay, but what do you do when you want something a little different? In some places, in the brick-and-mortar world, all the smaller, independently-owned boutiques have gone out of business. The internet has made it possible for people to find what they are looking for, even if they are 3000 miles apart.
So think of Smashing Darling as bringing all of these beautiful little independently-owned boutiques right to you, with the click of a mouse.
GGS: What other kinds of things have helped designers to be successful on Smashing Darling? I imagine that social networking tools like Twitter, Facebook, and Myspace can help promote one’s Smashing Darling presence. What do you think?
TG: Social networking definitely helps helps us all to connect and again helps builds that personal brand. Having a blog, another great tool for building their brand, with a link to their Smashing Darling store. Making sure, if they have a website, to link to their store on Smashing Darling. So, in a nutshell, linking to their Smashing Darling store everywhere the designer has a web presence is the best way to see results. Designers already have loyal fans, those fans are going to trust what the designer tells them.
Designers already have loyal fans, those fans are going to trust what the designer tells them. This is the best part, if we bring our fans to Smashing Darling, our fans will shop our boutiques but they will also stick around to find other interesting designers and become fans of theirs. In turn, we will gain new fans because someone else has shared a link.
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